New PDF release: Advertising in the Aging Society: Understanding

Inhabitants getting older is a robust megatrend affecting many nations all over the world. This demographic shift has gigantic results on societies, economies and companies, and hence additionally for the advertisements undefined. ads within the getting older Society provides an perception into advertisements practitioners and shoppers in Japan.

<P style="MARGIN: 0px">The struggle is on. The vast conflict among Google and fb has begun—and you should use it to earn extra earnings! during this e-book, Evan Bailyn unearths how one can allure friendship-based suggestions that might encourage consumers greater than any advert or set of rules. Bailyn explains how today’s net titans are combating to manage the way forward for seek and social media, and exhibits how one can use their most up-to-date thoughts to supercharge your advertising.

The strategic administration and improvement of manufacturers maintains to develop in significance for many companies and the Nineteen Nineties have visible an increasing number of model proprietors turning to co-branding as a fashion of including additional worth to their model resources. The synergy that may be created via compatible manufacturers operating jointly in concord might be enormous and improve either profitability and the valuation of the logo for either events.

Extra resources for Advertising in the Aging Society: Understanding Representations, Practitioners, and Consumers in Japan

Sample text

O’Leary (1993) shows in an overview of past studies on attitudes toward older people in Japan that there are many more negative stereotypes associated with older people than positive stereotypes. Negative stereotypes include “behind the times,” “stubborn,” “grumpy,” “loss of health,” “lonely,” and “weak,” while positive images include “experienced,” “kind,” “warm,” and “trustworthy” (O’Leary, 1993). Younger as well as older people in Japan have less favorable images of older people than their counterparts in China and the United States (Levy, 1999).

Robinson, Popovich, Gustafson, & Fraser, 2003). Additionally, there are potential negative effects of consumers’ comparisons with models in advertisements (Richins, 1991), and advertisements, which consumers find congruent with their self-concept, are more effective in terms of brand preference and purchase intention (Hoffmann, Liebermann, & Schwarz, 2012; Hong & Zinkhan, 1995). Indeed, this so-called self-congruity effect between brand personalities and targeted consumers’ self-concepts has been shown to be rather strong and robust (Aguirre-Rodriguez, Bosnjak, & Sirgy, 2012).

This means that people aged 50+ hold about 80% of the total personal financial assets in Japan (Nikkei Weekly, 2010). Furthermore, the older Japanese generally have nearly no debt and own the property where they live. However, this does not apply to all of Japan’s older people, and the number of poorer older people is expected to rise in the future (Fukawa, 2008; Kohlbacher & Weihrauch, 2009). Thus the market for older people is seen as a very lucrative market segment. The main focus, at the moment, is on the “old, rich, and healthy”; the “old, poor, and sick” are receiving significantly less attention.